dlh Blog

Let me first say I am not a photographer (apart from some amateur stuff) and I am not associated with a photographer. However, as a marketer, I am concerned with image and perception. It's for those reasons that I always advise clients to use a professional photographer rather Jim the enthusiastic amateur in accounts. Using a professional doesn't have to cost thousands, but it will probably save thousands in lost revenue. To illustrate the point, let’s take something we are all familiar with – the take away and fast food menu. We’ve all seen it, whether pushed through your letterbox or above the counter at your local take away. Poorly lit, out of focus pictures of plates of food meant to entice you, when in fact they are more likely to make you question the reason you walked through the door. Then you have the photos taped to the window showing you the deal of the day which is printed on a piece of white paper, fresh off the inkjet printer in the back office, and seems to be one cartridge short of full colour. These are obvious attempts by the owner or manager to save money but the product, i.e. the food, ends up looking totally unappetising with the result probably being lost custom. The same is true whatever product you sell. Look cheap and expect customers who haggle, portray quality and expect customers who value quality. It’s no coincidence that Rolls Royce and Bentley never leave photography of their cars to chance. Going back to fast food, take a look at how one of the market leaders, McDonald’s, makes sure you expect the best in fast food.

It’s no good complaining to your agency about a failed campaign unless you can be sure you gave them, or allowed them to obtain, all the information required to develop the right creative message. To achieve this you must develop a comprehensive brief that includes the following.Your campaign objectives – is this brand awareness, increased market share, diversification, etc.Your target market – you should have undertaken market research before now that describes who your market is, what they buy, how they reach purchasing decisions.What is your products USP (Unique Selling Point/Proposition) – Why should it be purchased above a competitor, what makes it differentYour core message – what you are offering the customer – further information, a chance to sample, special offersYour call to action – How you want potential customers to respond – request information, call a telephone line, go to your websiteMedia – where your message is going to be delivered. More reasons to have conducted researchWhat supporting activities will be required – point of sale, telemarketing, exhibitionsThis is vital information that will help creatives approach the job in a logical way, ensuring all the relevant facts are taken into account and that the copy and creative ideas fit the task.A brief of this nature is vital whether you are using outside suppliers or your own in house team.

We have all been to networking events and experienced a designer standing up to say that they can help create our branding. This got me thinking about how much the average micro or small enterprise really understands about the whole concept of what a brand really is. Branding is much more than your logo and strapline. It is an ethos that should be reflected throughout all aspects of your organisation. The well known saying that ‘your people are your most important asset’ is no accident. They should be well trained and informed in representing your brand particularly if you operate in the service sector where you don’t have a tangible product.A brand is the successful integration of several key components, e.g. company ethos, customer interactions, employee communications and marketing efforts. It extends outwards touching employees, customers, suppliers, the media and the general public. Inconsistency can fatally damage you; consistency can drive sales and help you flourish. Your brand will add value in the eyes of those wishing to establish partnerships with your business while potential investors will see you and your brand as a valuable investment opportunity.Employees who don’t deliver can soon damage a carefully built reputation, whereas employees who understand your brand values and consistently deliver them can have a significant impact on growth. You would think that in an age where customers can instantly give their opinion to thousands, organisations would have realised the importance their staff play in customer relationships. They are the key touch point in the whole sales process. And yet, walk into many a high street chain store and you will experience that even here the message is not getting through. An experience with sales staff can destroy the £millions spent on advertising and marketing.Establishing a philosophy that guides how your company operates is the first step to reinforcing your brand among your employees. A great example of this is the Ritz Carlton Hotel chain. They have created the following five “Gold Standards” for their business operations to reinforce the brand and detail an employee’s role in delivering on this brand:

A vision to revolutionize hospitality by creating a luxury setting for guests and a credo that states the company’s commitment to the genuine care and comfort of its guests.

A motto that exemplifies the level of service for its guests: We are ladies and gentlemen serving ladies and gentlemen.

Three Steps of Service:

A warm and sincere greeting that uses the guest name, if and when possible

Anticipation and fulfilment of guest needs

A fond farewell that uses a guest’s name, if and when possible

“20 Basics” that outline the responsibilities and expectations for how the company delivers on its service one of which is Never Lose a Guest

The Employee Promise “At the Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service commitment to our guests.”

A strong brand relies on consistency of delivery throughout all your operations, something that eludes many organisations. The reason being that setting the standards is not enough. There has to be constant evaluation of what and how you are doing things by establishing checks where each aspect of your business comes into contact with customers, the public and media. Give staff the authority to identify and address any inconsistencies. Failure to deliver with one customer may be forgiven. Failure with another and they may be far less forgiving. It only takes a couple of rotten apples to spoil the whole case and the brand you have worked so hard to establish.Be sure to follow through on your brand promise. If part of your brand is based on being a caring employer then you have to be seen as just that. For example part of the stated brand values of a major US retailer states “We believe that one of the keys to our success is our people and how we treat them”. However, the company has been the subject of unfair employee wage practice lawsuits. Hardly consistent!To ensure brand consistency, it is important that your organization establishes a framework or set of brand guidelines for all to follow. Here I am not only talking about logo or corporate identity guidelines, but actual brand guidelines that communicate the brand positioning statement, key messages, core values, brand attributes, measures of success and processes for handling customer issues or feedback.Finally, particularly if you operate on an international basis or are internet based, you must also consider how cultural differences could affect your brand. Words and phrases in the UK might not translate to the same meaning in another country. What customers value and perceive as positive here may be interpreted in a very different way abroad. It is your responsibility to ensure that your brand can transcend these cultural differences, if they are to have real geographical reach.The Brand extends well beyond your marketing efforts. Your brand is only as good as the people behind it…and the people in front of your customer. Think and take the time to effectively build a corporate culture that reflects your brand. Train your employees to represent that brand. Evaluate your consistency in delivering your brand across all aspects of your business. By doing so, you will strengthen your brand value and position your organisation for greater success.

David

David Hassell

David has worked in advertising and marketing services for 30 years both client and agency side. Having worked with local, national and muliti-national clients, he set up DLH Marketing to help small organisations, owner managed businesses and those organisations without in-house marketing.